What Makes A Good Enquiry From Lead Generation?

The experienced team at SFM Sales are here to provide high quality leads targetted to you preferred products and services, design to increase your visibility online and your sells.

So what makes a good enquiry from lead generation?

A good enquiry from lead generation is characterized by several key attributes that indicate the potential for a successful conversion from a prospect to a customer.

Here are the essential elements that make an enquiry valuable:

Relevance
The enquiry should pertain directly to the products or services your business offers. It should originate from someone who has a clear and genuine need or interest in what your company provides. Relevance ensures that the lead’s needs align with your offerings. For example, if you sell enterprise software solutions, a relevant enquiry would come from a company looking to upgrade their current software infrastructure, not from an individual looking for a personal software tool. This alignment indicates that the lead is likely to benefit from your product or service, increasing the chances of conversion.

Specificity
Detailed enquiries reflect a higher level of interest and understanding of your offerings. They typically include specific questions or requests for information, suggesting that the prospect has conducted some research. Specific enquiries might ask about particular features of a product, compatibility with existing systems, or how your service can address a particular problem. This level of detail indicates that the lead is serious and has already invested time in understanding what you offer, which can lead to a more productive sales conversation.

Qualification
Qualified leads meet your target criteria, such as industry, company size, budget, and decision-making authority, making them more likely to convert into customers.

To determine qualification, consider factors such as:

Industry: Is the lead from an industry that commonly uses your product?
Company Size: Does the company have the resources to purchase and implement your solution?
Budget: Can they afford your product or service?
Decision-making Authority: Is the person making the enquiry capable of making or influencing purchase decisions?

Having this information helps in prioritizing follow-ups and tailoring your sales approach.

Intent
Enquiries that show a clear intent to purchase or engage are highly valuable. This intent can be indicated by requests for pricing, availability, demos, trials, or specific product details. Intent is a strong predictor of a lead’s readiness to move forward. For instance, a lead asking for a demo or trial is likely in the consideration stage of the buyer’s journey. Similarly, a lead inquiring about pricing or availability may be in the decision stage, signaling that they are evaluating options and are close to making a purchase decision.

Contact Information
A good enquiry provides accurate and complete contact information, allowing your sales team to follow up effectively. This includes a name, email address, phone number, and sometimes additional details like a company name or job title. Complete and accurate contact information is crucial for follow-up. For example, knowing the job title can help your sales team understand the lead’s role in the purchasing process and tailor their communication accordingly. Accurate contact details ensure that follow-up efforts are efficient and effective, minimizing the chances of missed opportunities.

Urgency
Indications of urgency, such as a specified timeline for purchase or project start, suggest that the lead is serious and ready to move forward soon. Urgency can be a significant driver in prioritizing leads. For example, a lead indicating they need a solution implemented within the next quarter is likely to be more pressing than one looking at options for the following year. Recognizing urgency helps in allocating resources and attention to leads that are closer to making a purchase decision.

Engagement
Leads that show ongoing engagement with your content, such as downloading resources, attending webinars, or interacting on social media, are more likely to convert as they are already familiar with your brand. Engagement indicates interest and investment in your brand. For example, a lead that has attended multiple webinars or frequently interacts with your social media posts is more likely to be educated about your offerings and trust your brand. This familiarity can shorten the sales cycle as the lead already has a level of comfort and trust with your business.

Pain Points
Enquiries that mention specific pain points or challenges that your product or service can solve are valuable. They provide insights into the lead’s needs and how you can tailor your pitch to address them. Understanding a lead’s pain points allows for a more personalized and effective sales approach. For example, if a lead mentions that their current software is too slow, you can highlight how your solution improves efficiency. Addressing specific pain points directly can resonate more with the lead, making your pitch more compelling.

Budget Information
Knowing a lead’s budget can help prioritize follow-up efforts and tailor your approach to match their financial capacity and expectations. Budget information helps in setting realistic expectations and tailoring your sales pitch accordingly. For instance, if a lead has a limited budget, you can focus on your more affordable options or offer a phased implementation plan. Conversely, a lead with a higher budget might be interested in premium features or additional services, allowing for upselling opportunities.

Referral Source
Understanding how the lead found you (e.g., through a referral, search engine, social media, or an event) can help tailor your response and improve future lead generation strategies. The referral source provides context for the lead’s interest and can influence your follow-up strategy. For example, a lead referred by a satisfied customer might already have a positive impression and require less convincing. On the other hand, a lead from a cold search engine query might need more education about your brand and offerings. Additionally, tracking referral sources helps in identifying the most effective channels for future lead generation efforts.

To maximize the potential of an enquiry, it’s important to have a systematic approach to qualify, prioritize, and follow up with leads. This often involves using a CRM system to track and manage leads, training your sales team to identify high-quality enquiries, and continuously refining your lead generation and qualification processes based on feedback and performance data.

By considering and optimizing these attributes, businesses can enhance their lead generation processes, improve the quality of their enquiries, and ultimately increase their conversion rates.

Contact us today to discuss how our online leads generation services can boost your business sales today